Final Four-Eyes: Leveraging National Events for Local Success
Developing a social campaign around wordly and national events is a great way to build buzz on social media and can help increase brand awareness and engagement. It’s also a great way to gather insights to better serve customers and establish new audiences.
This year, the NCAA Final Four came to Minneapolis. InVision Distinctive Eyewear, an upscale eyewear boutique based in the Twin Cities, capitalized on both the event and the bracket hype by creating a Final Four-Eyes campaign. Mimicking the team brackets, InVision customers voted for their favorite designer eyewear in a tourney featuring Robert Marc, Matsuda, Leisure Society and XiT.
The month-long social campaign coincided with the Final Four and in return delivered an informed and engaged audience, a high click through rate (CTR), and a clear path to retargeting. Here are few takeaways:
1. Engagement for Increased Awareness
To increase local awareness, consider a contest that echoes the national event. For the run up to the Final Four, InVision held a multi-channel contest with a strong call to action and a large incentive prize. Targeted audiences who completed the “Spec-tactular Sixteen” were driven to the additional rounds which were hosted on Facebook and Instagram and utilized the native, interactive polling features. This strategy encouraged engagement across multiple channels.
2. Discovering New Audiences
Remember that collecting new emails allows for thoughtfully measured targeting and retargeting. Throughout the Final Four-Eyes campaign, the way to enter was to submit an email address, and InVision (which is only located in the Minneapolis metro area) targeted new Twin Cities-area customers via social channels. The Final Four-Eyes campaign outperformed a similar contest held by InVision earlier in 2019 by 310% due to engaging creative, quality prizes and timely content.
3. Engaging Content + Strong Creative = Brand Awareness
A small ad spend coupled with engaging content and strong creative increases a campaign’s reach. Throughout the month, InVision utilized this strategy with new, weekly content, which increased brand awareness among new and existing audiences. The average CTR for the Final Four-Eyes campaign was more than 8% and measured nearly 10 times the average CTR of a similar incentivized InVision campaign held earlier in the year.
4. Data and Analysis
Benchmarking data and learning from campaigns are ongoing tasks that inform future communication strategies. With its Final Four-Eyes content, InVision confirmed that the Twin Cities has distinct tastes in fashion. The interactive social polls highlighted a variety of sought-after designs carried by InVision and showed the styles and products customers are interested in.
Moving ahead, we’ve got our eye on new and engaging content ideas for brands, designers, style and more.